Abstract
This research examines how novelty-seeking and risk-taking characteristics influence holiday dining preferences and travel style. International Tourist Role Scale and the Food Activity Preferences scale (FAP) were applied in combination with visual imagery to simulate different cultural food settings and restaurant situations. Three distinct market segments were identified. The three clusters included: familiarity-seeking generalists, organized comfort-seekers, and explorers. The findings highlight the differences across the clusters with respect to their demographic profile, travel style, risk-taking, and food preference decisions. The findings suggest that if Australian tourism management wishes to stay competitive and attract the growing Chinese inbound market, they should take both novelty-seeking and risk-taking into account when planning their marketing strategies.
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